“AI Everything” and Tackling the 10DLC Challenge: Crexendo’s Tim Wilbourn on Partner Success, Podcast

At the Crexendo UGM, Tim Wilbourn, Senior Vice President of Support and Customer Success at Crexendo, sat down with Doug Green, Publisher of Technology Reseller News, to discuss Crexendo’s customer-first culture, the growing role of AI across communications, and the ongoing challenges — and opportunities — presented by 10DLC compliance.

Wilbourn oversees Crexendo’s customer support, managed services, and professional services teams, as well as its retail platform, giving him a unique vantage point across the company’s ecosystem. “I have the pleasure of serving the community from every angle of customer success — hosted support, managed services, and direct platform management,” he said. “The best part is that I experience the same challenges our partners do, which helps us make meaningful improvements.”

A central theme at this year’s event, Wilbourn noted, was “AI everything.” From receptionist automation to transcription, call routing, and analytics, Crexendo partners are eager to implement AI-driven enhancements. “Everybody wants AI and they want it now,” he said. “But the key question is what do they want it to do, and how quickly can they deploy it?” Wilbourn’s goal is to bring those solutions to life within the Crexendo VIP platform by integrating the event’s showcased vendor technologies into live, real-world use cases.

Turning to 10DLC compliance, Wilbourn described the rollout as “a bit of a fiasco” for the industry — though one that now represents a major opportunity for service providers. “Change is scary, and 10DLC caught a lot of the industry by surprise,” he explained. “We’re seeing partners hesitant to sell SMS because of the complexity of registration and fear of noncompliance.” He emphasized that the potential fines for violations — sometimes thousands of dollars per message — can be intimidating, leading some providers to delay adoption.

To address this, Crexendo is working closely with EVP partners and messaging providers such as Autom8ly, Textable, and Cinch to simplify compliance through automation and education. “Our goal is to take away the fear,” Wilbourn said. “No one wants to work with tools they don’t understand. If we make it cleaner, faster, and more reliable, adoption will follow.”

Wilbourn also sees these compliance challenges as a way for MSPs and resellers to deepen customer relationships. “Problems are opportunities,” he said. “If we can make 10DLC and other compliance requirements easier, our partners become heroes to their customers.”

Crexendo’s strategy remains focused on proactive support and continuous improvement. “We’re resolving tickets faster, improving quality, and raising satisfaction scores,” Wilbourn noted. “The quote of the week? ‘Getting better.’ And that’s what we intend to keep doing — better every day.”

To learn more about Crexendo’s customer success initiatives and partner ecosystem, visit crexendo.com.